The Equality Act 2010 took the protection of Age further. Initially in October 2010 the act provided protection against ageism in employment, education and training. In April 2012 the legislation gave new protection to for older people when receiving godds and services with some exceptions.
"Unlike the other protected characteristics under the Equality Act 2010, direct discrimination because of age can be justified if it is objectively justifiable - that is, 'a proportionate means of achieving a legitimate aim.' This recognises that some age-differentiated treatment is socially acceptable. However, it is unclear how this legal test will be applied by the Courts"
Look at the Equality and Human Rights Commission Definition of Age as a Protected Characteristic
Download The British Institute of Human Rights Guide for Older People
For a description of ageism from the Advisory, Conciliation and Arbitration Service
Download the government report 'Banning Age Discrimination in Services'
For the relevant part of the Equality Act 2010